Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our User Agreement and Privacy Policy.

Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our Privacy Policy and User Agreement for details.

Nielsen Company 2014 Report - Millennial Breaking The Myths

2.
2 MILLENNIALS– BREAKING THE MYTHS
MILLENNIALS–
BREAKING
THE MY THS
Millennials may be many things, but they may not be what you expect.
Millennials are the social generation. They’re the founders of the social
media movement—constantly connected to their social circles via online
and mobile. They prefer to live in dense, diverse urban villages where
social interaction is just outside their front doors. They value authenticity
and creativity, and they buy local goods made by members of their
communities. They care about their families, friends and philanthropic
causes. But they’re also coming of age in the most dire economic climate
since the Great Depression–making their families, communities and social
networks even more valuable as they band together. This report dispels the
myths about this generation and explores what makes Millennials unique.

4.
4 MILLENNIALS– BREAKING THE MYTHS
Millennials are 77 million strong, on par with Boomers, and they
make up 24 percent of the U.S. population. This represents significant
opportunity for brands that understand who Millennials are, where
they live and what they watch and buy. In order to truly understand
Millennials, however, they must be put in the context of the other
generations. While there are varied definitions of the generations from
the past century, Nielsen defines them as follows:
• Greatest Generation (1901-1924)
• Silent Generation (1925-1945)
• Baby Boomers (1946-1964)
• Generation X (1965-1976)
• Millennials/Gen Y (1977-1995)
- Younger Millennials (18-27)
- Older Millennials (28-36)
• Generation Z (1995-Present)
As is the case within many generational groups, behavior among
Millennials may not be homogenous due to the size of the age range
and their differences in lifestage.
For the purposes of this analysis, we break up the Millennial group
into younger (18-27) and older (28-36) groupings based on age, unless
otherwise indicated. The younger Millennials are more likely students or
newly out of college and may be living at home, whereas the older group
is more established in their careers and starting families.
POPULATION BY GENERATION
24%
24%
24%
16%
12%
GREATEST/SILENT
BOOMERS
GEN X
MILLENNIALS
GEN Z
Source: Nielsen Pop-Facts, 2013

6.
6 MILLENNIALS– BREAKING THE MYTHS
WE’RE A MELTING POT
Millennials are more racially and ethnically diverse than any previous
generation. And, the growth in diversity will only accelerate as they
start their families. Nielsen expects the Hispanic population to grow
by 167 percent by 2050 with Asians following closely behind with 142
percent growth by 2050.i
A greater majority or 71 percent of Millennials
appreciate the influence of other cultures on the American way of life,
compared with 62 percent of Boomers.ii
While much of the Boomer’s size was fueled by high birth rates,
Millennial size is driven by immigration. Millennials are 14 percent first
generation and 12 percent are second generation,iii
indicating strong
ties to their home country–from food choices to language and media
preferences. Multigenerational households are also more prominent in
these cultures, a trend that can affect family dynamics, household watch
and buy patterns and housing development, and further strengthens ties
to the home country.
Source: Nielsen Pop-Facts 2013
LATINOS MAKE UP ABOUT 20% OF ALL YOUTH IN THE U.S.
HOWEVER, THEIR SHARE IS FAR HIGHER IN SEVERAL STATES
51% NEW MEXICO 36% ARIZONA42% CALIFORNIA
31% NEVADA
40% TEXAS
24% COLORADO 24% FLORIDA
HISPANIC GROWTH
ASIAN GROWTH
167%
142%
2050

8.
8 MILLENNIALS– BREAKING THE MYTHS
WE’VE BEEN HIT HARD,
BUT WE’RE OPTIMISTIC
The unemployment rate for young Millennials (age 20-24) was 13
percent and 8 percent for older Millennials (age 25-34) in July 2013,
compared with 6 percent for Boomers.iv
Looking at the Bureau of
Labor Statistics’ Misery Index, a means for evaluating the economic
well-being of the country and various subgroups, calculated using a
combination of the unemployment rate and the inflation rate, young
Millennials are miserable. They’ve been hit particularly hard by poor
economic conditions and have a higher Misery Index than the older
population, further confirming the difficult situation in which they have
come of age.iv
And, this misery cannot be ignored in communicating
with Millennials–especially in late holiday season. Honesty (in a direct
and forward fashion) and authenticity are the best policies when
communicating with this group.
Despite being hit hard by the recent recession, Millennials are
optimistic. They’re also ambitious. While 69 percent don’t feel they
currently earn enough to lead the kind of lifestyle they want, 88 percent
think they’ll be able to earn enough in the future.
Millennials, especially the younger, express a strong desire to make it
to the top of their professions. This optimism extends to feelings about
the country, 41 percent of Millennials say they feel satisfied with the way
things are going in the country, compared to 23 percent of Boomers.v
A whopping 69 percent of Millennials also say they’re happy with their
local communities.
MISERY INDEX:
YOUNG VS OLD
AGES 20 TO 24 YEARS
JUL
2012
AUG
SEP
OCT
NOV
DEC
JAN
FEB
MAR
APR
MAY
JUN
JUL
2013
JUL
2012
AUG
SEP
OCT
NOV
DEC
JAN
FEB
MAR
APR
MAY
JUN
JUL
2013
13.5 1.7
2.0
2.2
1.8
1.7
2.1
1.6
2.0
1.5
1.1
1.4
1.8
2.0
13.8
12.4
13.2
12.6
13.7
14.2
13.1
13.3
13.1
13.2
13.5
12.6
6.1
5.9
1.4
1.7
5.9 2.0
5.8 2.2
5.8 1.8
5.9 1.7
6.0 1.6
5.8 2.0
5.5 1.5
5.5 1.1
5.3 1.4
5.3 1.8
5.0 2.0
MISERY INDEX =
UNEMPLOYMENT RATE +
INFLATION
AGE 55 AND OVER
Source: U.S. Bureau of Labor Statistics

10.
10 MILLENNIALS– BREAKING THE MYTHS
More than a third of Millennials
have chosen to make their bodies
their canvas–38% have a tattoo and
23% have body piercings, compared
with 15% and 1% respectively of
Boomers. viii
They’re influenced by
celebrity endorsements and respond
more favorably to advertising
that features celebrities, relatable
characters or strong visual elements
tied to their expressive, creative
nature. They are particularly
receptive to endorsements by
music artists they like. 24% of
Young Millennials and 26% of Older
Millennials will try a brand/product
if they sponsor an event for a music
artist they like.vii

12.
12 MILLENNIALS– BREAKING THE MYTHS
WE CARE
Millennials have been coined the “ME” generation, but the focus on
themselves may be more about life-stage than general condition. They
express care and concern for family. 52 percent say being a good parent
is one of their most important goals in life, while only 1 percent indicates
that being famous is important, contrary to popular belief.
63 percent of Millennials feel it is their responsibility to care for an
elderly parent, compared with 55 percent of Boomers. This is partially
tied to the ethnic diversity of the generation. Multigenerational
households typically ‘Hispanic and Asian American’ have cultural
expectations that elderly family members will be cared for by the younger
generations.v
Despite their low paychecks and unsteady financial situations, they
care about being philanthropic. Three-quarters of Millennials made
a financial gift to a non-profit in 2011, but the gifts were within their
means, typically less than $100.viii
Even though they can’t make large
donations, they contribute to their causes in other ways, with 71 percent
raising money on behalf of a non-profit, and 57 percent of doing
volunteer work in the past year–more than any other generation.
Education, poverty and the environment are the causes they care about
most.xv
And, when they care about a cause, they evangelize it. They
spread the word to their networks. Roughly three-quarters of Millennials
have shared information on events from a non-profit on Facebook and
69 percent have shared stats on their favorite causes.viii
Millennials are more likely than their older counterparts to indicate that
they’re willing to spend more for goods and services from companies
that have implemented programs to give back to society, and this
willingness to spend more has risen over the past two years. Over 60
percent are also willing to pay more for a product if it’s good for the
environment.x
When they buy, they care about a brand’s social impact, making cause-
marketing appealing to this generation.xi

14.
14 MILLENNIALS– BREAKING THE MYTHS
WE VALUE OUR WELL-BEING
Millennials are conscious of their health and care about programs that
help them manage their well-being and make healthier choices. Some
Millennials face health challenges like smoking and obesity. A third of
Millennials are classified as obese, which is slightly below the national
average.xiii
And, 28 percent smoke cigarettes, which is 7 percent higher
than the national average. Yet, Millennials indicate that they’re interested
in help to make healthier choices, including interest in programs
like massage therapy (69%), health assessments (22%), weight
management (59%), lifestyle (58%), food delivery (32%), smoking
cessation (29%) and health assessments (22%) to help them lead a
healthier lifestyle.xv
Given their low paychecks, they appreciate discounts
for health programs, and when they skip going to the doctor, it’s most
likely for financial reasons.
In line with their social nature, Millennials appreciate the personal touch
in dealing with their health. Younger Millennials are more likely than
their older counterparts to like check-in calls from their health providers
with reminders for appointments and health advice.xv
Younger Millennials are much more open to (and 40 percent more likely
than average) spend on alternative medicine, while older Millennials
are 32 percent more likely than average. They are also more likely to use
acupuncture, herbal remedies and massage therapy and less likely to
use prescription drugs, compared with their older counterparts.xv
Given
the racial and ethnic diversity of Millennials and the cultural traditions
tied to alternative medicine, they also may not be as tied to Western
medicine as the older generations.
NOT ALL OF US ARE INSURED
Despite Health Care Reform, many Millennials are still uninsured.
34 percent of younger Millennials and 27 percent of older Millennials are
uninsured – higher than the overall average of 25 percent. Cost is the
primary reason many are uninsured, as well as higher unemployment
rates. Because of their lack of insurance, young Millennials are twice
as likely as average to visit free health clinics, and older Millennials are
almost 1.5 times more likely than average to visit free clinics and urgent
care.
One-third of young Millennials are benefiting from Health Care Reform
changes allowing them to participant in their parents’ health insurance
until age 26.xv
They are more likely than their older counterparts to feel
that Health Care Reform will have a positive impact on improving their
health, and they will undoubtedly benefit as the State Health Insurance
Exchanges are implemented.
40%
YOUNG MILLENNIALS ARE
40% MORE LIKELY TO SPEND
ON ALTERNATIVE MEDICINES

16.
16 MILLENNIALS– BREAKING THE MYTHS
WE’RE CITY DWELLERS
With the resurgence of cities as the centers of economic energy and vitality,
Millennials are opting to live in urban areas over the suburbs or rural
communities.xvi
In order to attract Millennials, suburban communities can
start to adopt urban characteristics.
Millennials (62%) prefer to live in the type of mixed-use communities found
in urban centers where they live in close proximity to a mix of shopping,
restaurants and offices.xvii
They currently live in urban areas at a higher
rate than any other generation. This is the first time since the 1920s where
the growth in U.S. cities outpaces growth outside of the cities.xviii
And,
40 percent say they would like to live in an urban area in the future.xvii
The “American Dream” is transitioning from the white picket fence in the
suburbs to the historic brownstone stoop in the heart of the city.
The concept of “urban burbs” is becoming more popular in redevelopment
as suburban communities make changes to create more urban
environments with walkable downtown areas and everyday necessities
within close reach.xix
The New York Times has coined this “Hipsturbia.”xx
Additionally, we see support of this with Peter Calthrope’s concept of
New Urbanism, takes successful urban design principles and applies
them to suburban development, including an emphasis on diversity in
both community design and population, pedestrian and transit-friendly,
environmental consciousness, mixed housing types (single family,
townhomes and apartments), historic preservation and public parks for
community gathering.xxi
Cities like Miami, Memphis, San Antonio, Portland and Jersey City have
adopted New Urbanist principles to make their suburban areas more
livable. New Urbanism can make the suburbs more attractive to Millennials,
particularly older Millennials who may be starting families but still want the
feeling of an urban environment.
The markets where Millennials are most highly concentrated reflect this
desire to live in more urban, creative environments. Austin, Texas has the
highest concentration, with almost 1.2 times the national average rate.xx
Austin fits the ideal for Millennials with urban energy, an exciting art and
music scene and close proximity to shopping, dining, offices and education.
In Austin, they are highly concentrated in urban areas near the city core and
less concentrated in the suburban and rural areas.
With the exception of Washington D.C., the top markets for Millennials are
in the western portion of the country. Comparatively, Boomers, top markets
are concentrated on the East Coast. The growing young population in the
Western U.S. will affect demand in these areas.

20.
20 MILLENNIALS– BREAKING THE MYTHS
AFFLUENCE
AND THE
RESTRAINED
MILLENNIAL
AMERICAN
DREAM
COMMON MYTH #3:
We’re all broke.
REALITY:
While Millennials have been hit hard by
the recession they, also make up a larger
percentage of those with $2 million + in
assets than Gen X.

30.
30 MILLENNIALS– BREAKING THE MYTHS
WE CHECK IN WHEN WE EAT
Millennials are most likely to visit restaurant chains with easy Wi-Fi.
Millennials most frequently visit Chipotle, Panera, Quiznos, Chick-Fil-A
and Starbucks. Chipotle is a particular favorite among Millennials, as
they are 74 percent more likely than average to visit this popular Mexican
grill. They also respond positively to the Chipotle mission statement
of “food with integrity is our commitment to finding the very best
ingredients raised with respect for the animals, the environment and
the farmers,” which ties back to their commitment to corporate social
responsibility.
Starbucks, another Millennial favorite, also tops the charts for their app
usage.xxxi
The Starbucks app lets Millennials pay for their Frappuccinos
with their iPhones, manage their rewards and discounts, and features
free game and music downloads each week, appealing to their techie
side and their love of a good deal.
TOP 5 QUICK-SERVICE RESTAURANTS BY GENERATION
Source: Nielsen Homescan, Online Views surveys, June 2013 (n=45546)
GREATEST GEN
GEN X
BOOMERS
MILLENNIALS
HARDEE’S
KFC
KFC
BOSTON
BOSTON
PANERA
PANERA
PANERA
PANERA
ARBY’S
LONG JOHN SILVER’S
WHITE CASTLE
CHIPOTLE CHIPOTLE
QUIZNO’S
QUIZNO’S
STARBUCKS
STARBUCKSCHICK-FIL-A
CHICK-FIL-A
86
9782
98
82
81
79
96
96
174
145
141
136
95
148
116
121
111
119
133

32.
32 MILLENNIALS– BREAKING THE MYTHS
WHAT WE
WATCH-KEEPING
CONNECTED AND
EVEN MORE
DESIRE FOR
AUTHENTICIT Y
COMMON MYTH #5:
Print is dead for Millennials.
REALITY:
Millennials aren’t reading the Sunday
paper but they read more magazines than
Boomers.

36.
36 MILLENNIALS– BREAKING THE MYTHS
WE’RE NOT COUCH POTATOES
Millennials spend less of their time watching TV. Boomers watch almost
twice as many hours of TV every month, as Millennials. Boomers watch
174 hours per month vs. 107 hours per month for Millennials.xl
They’re
more likely to watch event-related programming like Sunday Night
Football or cable programming on BET, Comedy Central or FX Network,
while Boomers tend to watch the Primetime offerings from the broadcast
networks. When Millennials watch TV, they’re also engaged with social
media, commenting about what they like/dislike about a TV storyline, in
line with their expressive nature.xxxix
Millennials make up 50 percent of No-TV households relying instead
on their smartphones and laptops to watch content. They’re much
more likely than their older counterparts to watch TV and video content
on YouTube (index of 179), Hulu (155) and Netflix (145).xxxi
An average
household would have an index score of 100, therefore, an index of
179 means that Millennials are more than 79 percent more likely than
average to watch YouTube.
When Millennials watch Broadcast TV, they tune into participation
programs like “MasterChef” and “Hell’s Kitchen” and audience
participation programs like “America’s Got Talent.” Young Millennials
watch the telenovela “Amores Verdaderos” and Female Millennials–
whether Younger or Older–never miss the final rose on “The
Bachelorette.”xxxvi
Source: Nielsen NPower, Rating Analysis, Based on AA% for the month of July 2013.
Note: This is based on summer programming.
YOUNG MILLENNIALS
P18-27
MALE FEMALE
CBS Under the Dome ABC The Bachelorette
NBC America’s Got Talent NBC America’s Got Talent
NBC Amores Verdaderos NBC Masterchef
UNIVISION Hell’s Kitchen FOX Hell’s Kitchen
FOX Master Chef FOX Amores Verdaderos
OLD MILLENNIALS
P28-36
MALE FEMALE
CBS Under the Dome FOX Hell’s Kitchen
NBC America’s Got Talent FOX Masterchef
FOX Hell’s Kitchen ABC The Bachelorette
FOX Masterchef NBC Under the Dome
NBC Big Brother CBS Big Brother

38.
38 MILLENNIALS– BREAKING THE MYTHS
• Give Us a Deal: Given their smaller paychecks balanced with their desire
for the latest and greatest, Millennials spend when they’re getting a
good deal–whether they’re shopping brick and mortar, online on
mobile or taking care of their health. Acknowledge that they are not there
yet financially and they’ve had a harder time getting a firm grounding
in this feeble economy. Commiserate with their condition and bring
deals to them in a way they can obtain easily (online, mobile, social)
and they’ll pay you back.
• Reach Us via Social Media and Mobile: They aren’t sitting at home on
the couch watching TV, they’re tethered to their smartphones and
social media 24/7–making these effective ways to reach them. They
are social, but they do filter and gate-keep intensively. Reach their friends
and respect the collective and they’ll be more likely to engage.
• Relate to Us: Millennials are most receptive to messages that use
celebrity endorsements or relatable characters/themes. They appreciate
event sponsorship, and they’re more likely than older generations to
buy brands products from companies that sponsor events for their
favorite music artists particularly impactful since they rank music
as one of the defining characteristics of their generation. They do
believe and admire celebrities that are social and engaged with
their fans, so celebrity endorsements presented in a real/authentic
way, to appeal to them.
The Millennial generation wants to be a part of a larger conversation. They
want to make individual contributions and be connected and woven into a
larger discussion. Their social networks and circle of friends gate-keep, and
their crowd-sourced impact is powerful. Relating to them is everything…be
real and you will reach them.